Even in business-to-business lead generation, you can “reverse” the perceived risk of completing a form. Risk reversal is an important part of conversion rate optimization.
In general, you can reverse risk by
Read about Risk Reversal Tactics for B2B Lead Generation.
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How many times do you have a great conversation in the social space only to find the company’s Web site opaque, posing, and irrelevant?
Social media won’t work if we’re transparent in our social graph and obsequious everywhere else.
Let’s encourage businesses to put content out that draws people to their Web site. They will quickly begin to realize that certain content works (educational, entertaining content) and certain content does not (home pages with self-aggrandizing copy).
ROI is the great informer for these companies.
To better understand some of the fundamental principles of conversion science, I’d like to offer a case study. Two websites, both owned by the same business, targeting the same demographic, getting about the same search traffic, but with different conversion rates.
According to Heliski.com owner Tom Jackson, www.heliskiingreview.com was “dated, awkward, wordy, but it’s working.” On the other hand, he said, www.heliski.com was “newer, looks better, better organized but way underperforming in lead gen.”
The question—why would the clunky older site outperform the shiny newer site? (Disclosure: Heliski is one of my clients).
Curious about what a Conversion Scientist does? This may help. Though I've given better interviews in my life, I think Vanessa's poise more than makes up for my blathering.
Slides from my PubCon South 2009 presentation are at What to Test? The Conversion Scientist.
An article I coauthored just landed in the Bulldog Marketing Watchdog Journal. There is an opportunity out there, an opportunity created by panicked competitors making bad decisions about what to cut in anticipation of slowing sales.
The second installment is
Scarcity Breeds Industry: Where Should You Be Putting Your Marketing Dollars in 2009?
The first article was:
Five Ways to Gain a Competitive Advantage—While Everyone Else Is Panicking
I may be off base, but my colleagues, Joel Granoff and Rose Holston (both appear in the header of The Conversion Scientist blog) are too smart to be dismissed offhand.
Tell us what you think in the comments here.
Brian Massey